Thought Leadership

We’re powering our sixth publisher collective

March 24, 2015

By Jay Stevens

Rubicon Project has been selected by some of the world’s most influential and innovative publishers to power the Pangaea Alliance, a new digital advertising alliance that will enable buyers to access a premium global audience collectively.

Spearheaded by the Guardian, Pangaea brings together CNN International, the Financial Times and Thomson Reuters as founding partners, with The Economist, also providing preferred access to advertising inventory, all accessible via Rubicon Project’s advertising automation platform.

Launching in April, Pangaea’s global reach will be incredibly strong, with 110 million readers spread across the U.S., Europe, the Middle East and Asia Pacific – the perfect solution for pan-regional campaigns. Buyers can use first-party data and the most creative, technically advanced and engaging advertising formats on the market on a uniform, media-rich experience across one simple programmatic buy.

Pangea selected Rubicon Project following a competitive pitch based on the strength of our technology, our innovative approach to private marketplaces and automated guaranteed, as well as our experience with multi-publisher cooperatives around the world. Indeed, this is the 8th publisher collective Rubicon Project has powered, bringing competitive publishers together in countries such as France, Denmark and the Czech Republic to offer buyers around the world unparalleled reach of premium audiences enriched with data.

As the industry consolidates with an increasing amount of advertising planned and bought by agency trading desks, publisher collectives such as Pangea, enable media brands to collaborate and compete for share of media plans against global digital competitors such as Google, Facebook and LinkedIn.

The project was conceived of and driven by Tim Gentry, global revenue director at Guardian News & Media, who explains “As the world becomes more complex and networked, Pangaea will give advertisers one single programmatic solution for driving influence at scale, allowing them to get cut-through in an increasingly fragmented market using the latest ad serving technology. Pangaea’s uniqueness lies in the quality of its partners. We know that trust is the biggest driver of brand advocacy, so we have come together to scale the benefits of advertising within trusted media environments, which are geared towards delivering cutting-edge creative campaigns in technically advanced formats.”